Jordan Bevan
DoubleVerify, which went public in July, announced that it will acquire Berlin-based ad verification company Meetrics in a deal that will help accelerate its global expansion.
“DV’s mission is to make digital advertising stronger, safer and more secure, giving global brands clarity and confidence in their digital investments,” said Mark Zagorski, DoubleVerify CEO. “Our strategy in support of this mission is to verify everywhere – across channels, formats, platforms and geographies. The Meetrics transaction fully supports this approach and bolsters our operating footprint in EMEA, adding experienced sales, product and engineering teams and tenured customer relationships that will continue to help accelerate the growth of our international business.”
Founded in 2008 and offering ad verification solutions in Europe, the Middle East and Africa (EMEA), Meetrics’ has more than 80 customers across 23 countries in Europe, including major media companies such as ITV, G+J and Le Monde as well as Carrefour, GM and L’Oréal. The company has partnerships with InMobi, The Trade Desk, Xandr and Adform and has global measurement partnerships with Google and Facebook.
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“The entire Meetrics team is thrilled to join forces with DoubleVerify – a rapidly expanding, global organization with a best-in-class verification offering,” said Dr. Philipp von Hilgers, Co-founder and Managing Director of Meetrics. “Integrating Meetrics’ technology and expertise with DV’s global platform will accelerate our efforts to power media quality and performance for leading brands in the region.”
Financial terms of the deal were not disclosed. The all-cash acquisition is expected to close in the third quarter of 2021.
“There’s been lots of M&A going on in the space, so there’s no lack of interest in any companies today,” Zagorski said. “[Meetrics] was a good fit for us.”
After the close of the deal, the Meetrics sales, product and engineering teams will continue to operate from offices in EMEA, fortifying and expanding DV commercial operations in the region.
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